CHICAGO — Icing, the jewelry and accessories brand founded by Claire's in 1996, is about to get a branding makeover.
The new branding program includes an updated store design, new brand visual identity, modernized logo and the brand's first ever e-commerce enabled website. The brand seeks to establish itself as a destination for fashionable jewelry, accessories and expert style advice for young women ages 18 and older.
In 2013, Icing will open 37 new and remodeled stores. The stores will feature a fresh color palette and an updated merchandising layout that provides an engaging shopping experience for customers.
Targeted to young women ages 18-34, Icing.com features a selection of fashion and jewelry accessories for every season. Envisioned as an all-encompassing lifestyle brand, Icing offers home decor, statement jewelry, hair accessories and beauty tools.
"We've taken a holistic and consumer-centric approach to create a truly branded shopping experience," says Dina Keenan, global SVP/CMO.6 "The new store is designed with our guest in mind. It is modern, airy and incorporates our Icing blush, soft gray and a touch of metallic in the new color palette. There's a new contemporary look and feel. Our goal is to clearly define the Icing brand across all touch points and also be very clear about why we are unique and what we stand for as a brand."
Icing.com also encourages guests to engage via social media through how-to videos, contests and interactive conversations with brand style advisers. "Icing strives to be a part of our girl's daily conversations about fashion and accessories. We are doing this by encouraging a relationship where she can 'say something' and we will listen," says Joel Herman, EVP of Icing.
Claire's a global specialty retailer offering fashion jewelry and accessories for young women, teens, tweens and girls. The company operates through its two store concepts: Claire's and Icing. Claire's operates nearly 400 stores nationwide and a total of 3,500 stores in 43 countries.